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Friday factory #8: Branding 101. The secret behind all successful super brands
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Friday factory #8: Branding 101. The secret behind all successful super brands

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Some brands like Apple have a devout following wherein the devotees go as far as renaming themselves or getting a brand tattoo. How do some brands reach the level of structured religion while others ...

Some brands like Apple have a devout following wherein the devotees go as far as renaming themselves or getting a brand tattoo. How do some brands reach the level of structured religion while others languish as commodities? What is the secret behind these super brands? Cna brands like Nokia, Samsung, Sony Ericssson & Motorola replicate Apple's success?

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Friday factory #8: Branding 101. The secret behind all successful super brands Friday factory #8: Branding 101. The secret behind all successful super brands Presentation Transcript

  • mobileYouth idea factory
    episode #8
    branding 101
    hosted by Freddie Benjamin
    FLICKR: ASLEEPONASUNBEAM
  • Josh Dhaliwal
  • Josh Dhaliwal
    FLICKR: MARCO PAKÖENINGRAT
  • Apple tattoos for the cult members
    FLICKR: TERRY JOHNSTON
  • Apple devotees go out of their way
    to show their devotion!
  • Graham Brown
  • branding mimics religion
    Graham Brown
  • the Church of Our Lady Apple
    Graham Brown
    FLICKR: MARC LEHMANN
  • the Church of Our Lady Apple
    they have their creation story
    Graham Brown
    FLICKR: MARC LEHMANN
  • the Church of Our Lady Apple
    they have their creation story
    they have a hero in the story
    Graham Brown
    FLICKR: MARC LEHMANN
  • Graham Brown
  • just like every religion has a story
    Graham Brown
    FLICKR: FERAS HARES
  • just like every religion has a story
    Apple has its own story for its believers
    Graham Brown
    FLICKR: FERAS HARES
  • owning an Apple product means
    aspiring to the levels of changemakers
  • people don’t buy the product
    FLICKR: MUBBLEGUM
  • people don’t buy the product
    they buy what it does for them
    FLICKR: MUBBLEGUM
  • Apple brand provides social currency
    FLICKR: MUBBLEGUM
  • Apple brand provides social currency
    Belonging + Significance
    FLICKR: MUBBLEGUM
  • what about brands without a story?
    FLICKR: ZEPHYRANCE
  • mobileYouth brand pyramid
    Customers purchase products & services
    Products & Services
    Apple products
  • mobileYouth brand pyramid
    Social spaces for fans to interact with each other
    Permission
    Asset
    Apple stores
    Customers purchase products & services
    Products & Services
    Apple products
  • mobileYouth brand pyramid
    Core DNA of brand and its manifestation
    Brand
    Beachhead
    Apple story
    Social spaces for fans to interact with each other
    Permission
    Asset
    Apple stores
    Customers purchase products & services
    Products & Services
    Apple products
  • mobileYouth customer pyramid
    Most receptive to brand’s marketing and communication
    Zealots
  • mobileYouth customer pyramid
    Most receptive to brand’s marketing and communication
    Zealots
    Transmit message through word-of-mouth marketing
    Fans
  • mobileYouth customer pyramid
    Most receptive to brand’s marketing and communication
    Zealots
    Transmit message through word-of-mouth marketing
    Fans
    Followers who are influenced by fans
    Customers
  • Graham Brown
    FLICKR: SONICWALKER
  • the extreme has influenced the core
    Graham Brown
    FLICKR: SONICWALKER
  • Apple zealots have grown in number
    Graham Brown
    FLICKR: SONICWALKER
  • growing market share, profit margins
    FLICKR: ILQUOQUO
  • growing market share, profit margins
    is all about growing & nurturing zealots
    FLICKR: ILQUOQUO
  • sign up to access more
    case studies, concepts, strategy, data
    http://www.mobileyouthreport.com